Squishmallows Parent Company Jazwares Reports Record Q1 2026 Earnings
Jazwares, the global toy company behind the phenomenally successful Squishmallows brand, has reported record-breaking first quarter earnings for 2026. The results, announced on 3 April 2026, exceeded analyst expectations across every major metric and sent ripples of optimism through the collectible plush market.
The company reported Q1 2026 revenue of $1.47 billion (approximately £1.16 billion), representing a staggering 28% year-over-year increase. Net income reached $312 million (£246 million), up 35% from the prior year. Squishmallows alone accounted for approximately $890 million of total revenue, making it the single largest plush toy brand by quarterly sales in history.
What's Driving the Growth
Several factors contributed to the extraordinary quarter. The launch of Squishmallows Squishy Pets — interactive plush toys with embedded sensors responding to touch and voice — generated $145 million in its debut quarter. The tech-enhanced line, retailing from £19.99 to £39.99 in the UK, has attracted a slightly older demographic.
International expansion has been a major growth driver. Jazwares opened a dedicated UK distribution centre in late 2025, cutting delivery times and enabling localised product launches. UK sales grew by 42% year-over-year, making Britain the brand's second-largest market outside the US. New retail partnerships with Tesco, Asda, and Boots supplement existing relationships with Smyths Toys and The Entertainer.
"Squishmallows has transcended the toy category to become a lifestyle brand. We're seeing them in student halls, offices, therapy practices, and even high-street fashion collaborations." — Laura Zebersky, President and COO of Jazwares
What This Means for UK Collectors
For the British Squishmallows community, the results are encouraging. Increased revenue means more UK-exclusive designs and collaborations. A new "Collector's Circle" loyalty programme launches in June 2026, offering early access to limited releases and authentication certificates. Jazwares confirmed over 200 new designs for the remainder of 2026, including a Studio Ghibli collaboration in Q3.
The broader UK plush market continues to thrive. Research from the British Toy & Hobby Association shows plush toy sales in Britain grew 19% in 2025, with adult purchasers now accounting for nearly 40% of sales — a remarkable shift from the pre-pandemic figure of 15%. With Squishmallows, Jellycat, and emerging brands all performing strongly, the UK plush market appears to be in a genuine golden age.
Jazwares will release its full H1 2026 results in July. The Squishmallows x Studio Ghibli collaboration is expected in September 2026.